Durex has unveiled the latest installment of its long-running ‘Let’s Lube’ campaign to destigmatise female sexual discomfort. 'The Uncomfortable Truth', the follow-up to 2019’s Ladies, 'Let’s Lube' and 2020’s 'Moist', aims to tackle misrepresentations of the female sexual experience and challenge stereotypes, attitudes and misunderstandings around vaginal dryness and uncomfortable sex – highlighting its ubiquity and normalising the use of a simple solution, lubrication.
The Uncomfortable Truth takes on unrealistic and misleading depictions of sex and the female sexual experience in the media, as well as common misconceptions including that sex should naturally feel good every time, women are naturally ‘wet’ 24/7 and that dryness is only ever a symptom of menopause. It also challenges women to be honest with themselves – to admit when sex feels a bit ‘meh’ and, rather than ignore or put up with it, to act on their natural need for a little lube to enjoy better sex.
At the heart of the campaign, devised by creative agency Havas London, is a playfully knowing, fourth wall-breaking film featuring everyday stories of female sexual discomfort. The spot – which promotes Durex’s Naturals lube range, including a new lubricated condom designed specifically for people with vaginas in mind – ends with another truth: that sex feels better with lube. It urges women to get comfortable with the truth, and to get comfortable with lube.